National Social Marketing Centre Elaine Wilson Social Marketing lead alcohol National Social Marketing Centre

National Social Marketing Centre What is social marketing?

National Social Marketing Centre Social marketing puts the consumer at the heart of policy, delivery and marketing planning Policy Delivery Marketing & Communication Policy Environment Proposition Access Integrated Communication Partnerships People Delivery Experience Delivery CONSUMER Insight Segmentation Social Marketing & Health-Related Behaviour

National Social Marketing Centre “the systematic application of marketing and other concepts and techniques, to achieve specific behavioural goals, for a social or public good” French, Blair-Stevens 2006 Defining social marketing for ‘social good’ marketing and other concepts and techniques systematic application behavioural goals

National Social Marketing Centre Social marketing ‘customer triangle’ A simple device for highlighting some of the key features of social marketing With the ‘customer’ at the centre or citizen consumer client patient person service user etc

National Social Marketing Centre A systematic and staged process ScopeDevelop Implement Evaluate Follow-up ‘Total Process Planning’ – TPP model A deliberately simple and straight-forward process to help “managing the complexity” within each stage & keep the process ‘on-track’

National Social Marketing Centre Focus on the bottom line… behaviour! What people actually do! We need to become obsessed with measuring impact on peoples actual behaviour ‘if you can’t measure it, you can’t manage it.’ We need to become obsessed with measuring impact on peoples actual behaviour ‘if you can’t measure it, you can’t manage it.’ Campaigns must have defined success criteria and robust evaluation Campaigns must have defined success criteria and robust evaluation Awareness raising is step one on the road to changing behaviour Awareness raising is step one on the road to changing behaviour

National Social Marketing Centre The 4 primary ways to influence behaviour CONTROL EXCHANGE EDUCATE DESIGN

National Social Marketing Centre The 4 primary ways to influence behaviour EXCHANGE EDUCATE DESIGN CONTROL legislate, regulate, enforcement The ‘stick’

National Social Marketing Centre CONTROL….

National Social Marketing Centre The 4 primary ways to influence behaviour CONTROL EXCHANGE EDUCATE DESIGN set environmental & physical context, service design, availability, distribution

National Social Marketing Centre DESIGN…

National Social Marketing Centre The 4 primary ways to influence behaviour CONTROL EDUCATE DESIGN EXCHANGE Give people what they need, want, or value ‘What’s in it for me?’ The ‘carrot’

National Social Marketing Centre EXCHANGE…

National Social Marketing Centre The 4 primary ways to influence behaviour CONTROL EXCHANGE DESIGN EDUCATE Raise awareness Allow people to make informed choices

National Social Marketing Centre EDUCATE…

National Social Marketing Centre The 4 primary ways to influence behaviour CONTROL SUPPORT EDUCATE DESIGN Social marketing considers how to utilise each area & get an appropriate balance or ‘mix’ between different ways to influence behaviour social marketing intervention

National Social Marketing Centre 2: CUSTOMER UNDERSTANDING / RESEARCH 1: BEHAVIOUR & BEHAVIOURAL GOALS 4: ‘INSIGHT’ 5: ‘EXCHANGE’ 6: ‘COMPETITION’ 7: SEGMENTATION Key attributes of Social Marketing 3: THEORY BASED & INFORMED 8: INTERVENTION & MARKETING MIX

National Social Marketing Centre Why are segmentation and insight so important in social marketing?

National Social Marketing Centre our messages‘Competition’ my attention ? safer sex HIV/Aids ‘the environment’: conserve energy & recycle avoid drugs & limit alcohol ‘5-a-day’ eat fresh fruit & veg exercise / physical activity report crime claim benefits report domestic violence ‘Think!’ road safety vote tax returns don’t smoke don’t speed don’t drink drive cross road safely use public transport volunteer park & ride ‘rat on a rat’ get child immunised ring the helpline use NRT

National Social Marketing Centre sex available time / boredom take drugs for fun / drink & get plastered eat crisps, burgers, convenience food computer games street cred / streetwise / sussed friends / social life music cars / motorbikes youth club something for nothing smoke speed / exhilaration convenience risk taking buy latest clothes peer approval adulthood / maturity excitement my attention ? sugar / sweets internet mobile phones hair, nails, complexion families & children everyday life !‘Competition’

National Social Marketing Centre ‘Competition’ my attention ? safer sex HIV/Aids ‘the environment’: conserve energy & recycle avoid drugs & limit alcohol ‘5-a-day’ eat fresh fruit & veg exercise / physical activity report crime claim benefits report domestic violence ‘Think!’ road safety vote tax returns don’t smoke don’t speed don’t drink drive cross road safely use public transport volunteer park & ride ‘rat on a rat’ get child immunised sex available time / boredom take drugs for fun / drink & get plastered eat crisps, burgers, convenience food computer games street cred / streetwise / sussed friends / social life music cars / motorbikes youth club something for nothing smoke speed / exhilaration convenience risk taking buy latest clothes peer approval adulthood / maturity excitement sugar / sweets internet mobile phones hair, nails, complexion my attention ? fun / enjoyment pleasure happiness satisfaction families & children use NRT

National Social Marketing Centre Is choice always a good thing? Unlimited choice can lead to choice overload resulting in a worse outcome Unlimited choice can lead to choice overload resulting in a worse outcome In guiding people’s behaviour we need to consider the effects of ‘choice architecture.’ In guiding people’s behaviour we need to consider the effects of ‘choice architecture.’

National Social Marketing Centre Is behaviour emotional or rational? FACT FACT Our public health campaigns are usually designed to appeal to the rational mind Our public health campaigns are usually designed to appeal to the rational mind FACT FACT The point of choice is arguably always based on emotion (Damascio) The point of choice is arguably always based on emotion (Damascio)

National Social Marketing Centre We are marketing against excessive choice We are marketing against excessive choice We need to develop services based on real rather than perceived need We need to develop services based on real rather than perceived need Social marketing is potentially a powerful tool which can help us to achieve our objectives Social marketing is potentially a powerful tool which can help us to achieve our objectives

National Social Marketing Centre Hogarth’s Gin Lane 1750 ‘Drunk for 1 penny, Dead drunk for tuppance.’

National Social Marketing Centre Newcastle 2009 ‘Trashed’ night at the Attic… “£1 entry 50p a drink – get nailed, battered, done in and, well, proper f***ing trashed If you’re legal to drive at 3am, we’ll refund your entry because we’ve failed in our mission.”

National Social Marketing Centre Thank You!